Maybe your website suddenly stopped getting traffic, or perhaps it just doesn’t convert the way you want it to. People come to your site, have a quick peek around and leave.
Maybe you’ve never gotten the kind of traffic you need to make your web presence profitable.
Does that sound familiar?
If it does, is that an indicator that you’re doing something wrong?
What Makes Law Firm Content Marketing Important
In the past, people who wanted their law firm websites to succeed needed to throw a few keywords on a page, bold them so the search engine crawlers knew they were important, and wait for the traffic to roll in.
Google figured out that what these people were doing was kind-of a bait-and-switch. It’s like walking by a boutique shop and seeing a great Armani suit in the window, walking in, and discovering that the store sells swim trunks rather than suits.
They updated the algorithms to knock these sites out of the search engine results pages, or SERPs, to make room for sites that actually answered people’s questions.
Keywords aren’t as important as they once were. In fact, the old practice of keyword stuffing can get your site tossed into the penalty box.
That’s where law firm content marketing comes in.
Who Markets the Best?
Look at Lenovo. The computer company was hit hard by Panda and Penguin, because they sell the bulk of their products online.
They developed an effective content marketing strategy and saw a 58 percent revenue increase in a year – and they attribute it to content marketing.
You can do the same thing. You just need quality content, and you need plenty of it. Your content has to answer searchers’ questions (it also has to be located on a good, clean site that’s mobile-friendly… but that’s the topic of another post) and provide your site’s visitors with real value.
Jason Friedenfelds, a Google spokesman, says exactly that.
“If you’re producing content, avoid the junk. Produce something that’s genuinely interesting and useful to people. That’s really the sustainable strategy,” says Friedenfelds. “Naturally, people prefer high-quality content, so we design Google to reflect that.”
Here’s What You’re Doing Wrong
Strike One: Pushing your firm’s message without worrying about whether it’s engaging, useful or informational.
Strike Two: Hoping someone will see it without putting it in front of the right audiences.
Strike Three: Lacking direction, time and the ability to integrate law firm content marketing into everything you do online.
People are inundated with thousands of marketing messages every day. Buy this! Do that!
In effective content marketing, you’re not directly selling your services. You’re making your potential clients smarter. In turn, Google will reward you with more traffic, and the traffic you get will reward you with loyalty and business.
Effective law firm content marketing requires you to create and share media – in this case, website copy, blog posts and video – that’s designed to attract and engage new clients.
If you’re like most attorneys, you already know that you need a strategy to make that happen.
Do you have one?
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